This chapter is short and sweet and straight to the point about consumer personalities and how it affects marketer’s drive to do certain things. The term I’d like to focus on for this chapter is personality. Personality is defined by the specific qualities, attributes, traits, factors and mannerisms that distinguish one individual from the next. Personalities really influence the way products are marketed. Sometimes a product is marketed a certain way and later marketers come to find that that way isn’t being considerate of the personality of the product’s consumers.
Personality reminds me of a very funny movie that I grew up watching. John Tucker Must Dies is a movie all about personality. The funny thing is that the focus of the movie is on the person who’s name is even on the title of the movie. There is a scene that introduces him as a “player”, it shows he has three girlfriends at one time, and it sets off how the rest of the movie is going to go with his kind of personality.
Consumer Behavior 